Programmatic DOOH: Right Audience. Right Time. Right Place.

Programmatic DOOH is changing the way brands plan and buy digital out-of-home advertising, giving advertisers more control over where and when campaigns appear.

Campaigns can be activated based on location, audience demographics, time of day, weather and other real-world triggers. A coffee brand might focus its activity in the morning, an outdoor clothing brand could react to changes in the weather, while a travel brand might increase activity as the holiday season approaches.

At its core, the idea is simple: make advertising more relevant to the people seeing it.

From reach to relevance

Location, audience and impressions are at the heart of planning a DOOH campaign. Where are the screens? Who can we reach? How many impressions can the campaign deliver?

Programmatic builds on this by giving advertisers more control over which impressions they want to prioritise and when.

It’s not a choice between reach and targeting. It’s about using both. The right audience, at the right time, can make an impression more impactful. But there’s another factor to consider: the environment in which that impression takes place.

The environment matters

Where someone is, why they’re there and what they’re doing when they see an advert can all influence how relevant that message feels.

Take travel money as an example. Reaching someone who fits the profile of a frequent traveller is useful. Reaching them while they’re inside a post office exchanging currency ahead of a holiday gives that same message much more context.

The same applies to a banking message while someone is using banking services, a parcel or ecommerce message while someone is collecting or returning an online order, or a food and drink brand reaching someone while they’re picking up lunch.

The environment can add another layer of relevance.

Everyday environments create different opportunities

This is what makes our network inside post offices and convenience stores particularly interesting for DOOH. People use these locations for banking, parcels, online returns, travel money, shopping and everyday essentials.

Those behaviours change throughout the day and across the year. Christmas brings parcels, cards and gifting. January brings online returns and a greater focus on finances. Summer brings holidays and travel money. Moving home can mean mail redirection, utilities, broadband and insurance.

These everyday behaviours create natural opportunities for brands to deliver messages that fit the moment.

Where Lovitlocal fits

Lovitlocal’s digital displays are positioned inside post offices and convenience stores across the UK, reaching people while they’re shopping, banking, posting, collecting, returning and spending.

For advertisers, it’s about combining reach with context. Impressions will always be an important measure in DOOH, but when those impressions are delivered to the right audience, at the right time and in the right environment, they have the potential to be much more impactful.

That’s how we see the opportunity for programmatic DOOH: right audience, right time, right place.